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Last year theater owners expressed interest in blocking cell phone reception, however with the recent box office slump, cinema owners are becoming more aggressive in combating interruptions.

"I don't know what's going on with consumers that they have to talk on phones in the middle of theaters," John Fithian, president of the National Association of Theater Owners, told the ShoWest conference in Las Vegas. "We will actually petition the Federal Communications (Commission) to remove the block" on jamming cell phones, he said.

But that may be difficult, not everyone is in favor of the move and federal law and FCC rules prohibit the use of cell phone jammers.

The Cellular Telecommunications and Internet Association (CTIA), a Washington-based cell phone lobby group, is protesting the action saying it would fight any move to block cell phone signals. "We're opposed to the use of any blocking technology, because it interferes with people's ability to use a wireless device in an emergency situation," CTIA spokesman Joseph Farren said.

The film industry "can't bury our heads in the sand," Motion Picture Association of America Chairman Dan Glickman warns. "We have to do more to attract customers and keep regulars coming back. It's no secret that our industry faces new challenges, but with every challenge there is an exciting opportunity."